Cues and primes are stimuli which retrieve mentally stored information from the buyer and are intended to influence them in a certain way. They are also used in the field of price psychology.
Cues are aimed at cognitive thought processes. For example, expensive products are of better quality at the same time. In this case, the cue is the price, from which customers assess the quality of a product.
Primes, on the other hand, are based on subconscious stimuli, such as a certain colour or a certain smell, which are intended to convey certain values (e.g. safety) to the customer and thus favour the purchase decision.